Creating Made Easier

🧑‍🎨A Creative Decline

In recent years, we've witnessed a dimming of enthusiasm for creativity among marketers, where a commitment to sustained creativity has become a rarity. This creative burnout is having a knock-on effect, impacting the value exchange between brands and their consumers, resulting in increasing detachment from ads. The two main factors at play are:

1. Creative effectiveness decline¹
   Over the last five years, we've seen a collapse of creative commitment, with a decline in attributes associated with campaign effectiveness, such as spend, duration, and diversity.

2. Attention deficit and ad fatigue²
   Consumers are paying less attention with 90% of them admitting to skip digital ads.

Creativity is the best way to capture attention

Up to 50% of a campaign's success is due to the quality of its creatives*. That's especially true during our current Age of Content, where consumers are inundated with information coming from all angles, at the speed of a swipe. Winning a greater share of users' time and attention comes down to value exchange: by offering users relevant and meaningful content. We're proud to share that according to Kantar's Media Reactions Study 2023;

To thrive in this era, brands must experiment, and partner with the community through meaningful stories, every day.

We're making it easier than ever to create content for TikTok at scale. When we analyzed the most successful TikTok campaigns,
we found common tactics that all the best creative teams use. We've codified these tactics into the 3R framework:

Recut: Verticalize existing creative assets with a 9:16 aspect ratio.

Remix: Taking your creative assets and making them TikTok native by playing with the elements. Leveraging trends, native style captions, and effects.

Reimagine: Use TikTok technology and creative solutions to elevate community engagement, via Branded Mission and augmented reality (AR).

The 3Rs in action

Recut

Verticalize existing creative assets with a 9:16 aspect ratio.

Remix

Taking your creative assets and making them TikTok native by playing with the elements. Leveraging trends, native style captions, and effects.

Reimagine

Use TikTok technology and creative solutions to elevate community engagement, via Branded Mission and Augmented Reality (AR)

Taking stock in this new age of content where creativity has been democratized, this type of creativity is not rooted in perfection, but a version of creativity that can be picked up and messed around with. You won't be judged by whether your content is a polished ad, but rather how it's enriching the audience's lives. Value creation that speaks to how your brand's purpose and expertise is rewarded with engagement. Brands who rise and thrive are those who embrace value, volume and velocity, seizing the opportunity to experiment, to partner with the community and touch lives.

TikTok Creative Checklist

This modular and entry-level tool helps advertisers and agencies build TikTok-ready assets, and is specifically recommended for awareness and consideration objectives.

Download a printable version here: TikTok's Recut, Remix, Reimagine & Creative Checklist.pdf

So you have more time to ideate;
we have the technology to help

We get that creating, diversifying, and scaling can be daunting at times, so we have developed a suite of tools to make it easier so you can focus on ideation and creativity. Welcome to our Creative Solutions Ecosystem; across Ideation, Production, Optimisation and Evaluation. TikTok has the tech to empower any of your creative endeavors. All of these tools are free and accessible to use. Advertisers and agencies have already started to experience tremendous benefits and value of these tools making it easier to create for TikTok.

IDEATION

Creative Center

👉 Find out more!
Available to the public, Creative Center fuels inspiration and ideation, helping you tap into real-time trends and generate ideas for your next video. Find everything from top ads, creators, and trends, even script generators.

PRODUCTION

Creative Exchange

👉 Find out more!
Connect with the industry’s best creative partners, who understand how to succeed on TikTok, provide end-to-end support from concept creation to video production, and facilitate efficient collaboration at scale.

CapCut

👉 Find out more!
Our all-in-one video ad editor empowers anyone to create incredible video ads for TikTok, no matter their experience level. Find loads of smart features to help with quick creation, as well as video editing tools as simple as drag and drops.

Creator Marketplace

👉 Find out more!
Connect to our creator network to discover and engage the right creators for your campaigns.

EVALUATION

Smart Creative

👉 Available in TikTok Ads Manager!
Our next-generation automated creative solution enables advertisers to quickly combine creative assets, while driving performance with anti-creative-fatigue strategies.

OPTIMIZATION

Creative Fatigue Diagnosis

👉 Available in TikTok Ads Manager!
Part of TTAM recommendations and diagnosis, this tool develops more targeted and timely optimization strategies, and improves campaign performance.